Course Hero Logo

IMC 3-4 - Target Market: The target market for Doritos is...

Course Hero uses AI to attempt to automatically extract content from documents to surface to you and others so you can study better, e.g., in search results, to enrich docs, and more. This preview shows page 1 - 2 out of 4 pages.

Target Market:The target market for Doritos is headed toward teens Doritos has redone theirwebsite multiple times to try to get teens to always be thinking about Doritos and how much theyenjoy they according to an article retrieved on ProQuest. Doing so would make the income grouptargeted lower to middle class because most teens do not have a lot of cash, even when they areworking. According to the psychographics, consumers who are purchasing Doritos are morelikely than not thinkers, experiencers, or strivers. They could be thinkers because thinkers tend to“look for durability, functionality, and value” (Clow & Baack, 93). This would apply to a teenpurchasing Doritos because they are functional, a very easy snack to obtain and enjoy withoutvery much effort, and are also acceptable to have at many occasions such as birthday parties, gettogethers, or just a casual afternoon snack. They are also a value, the price of a bag of Doritos isrelatively cheap and tend to last quite a few days. Under the experiencers VALS type, they aredescribed as “young, enthusiastic, and impulsive consumers who seek variety and excitementand spend substantially on fashion, entertainment, and socializing” (93). Teenagers areconsidered young, and also impulsive when it comes to purchases. If they know they likeDoritos, they are more than likely going to choose Doritos as snacks, which can also be enjoyedwhile socializing with friends. There are also a lot of different flavors offered which would

Upload your study docs or become a

Course Hero member to access this document

Upload your study docs or become a

Course Hero member to access this document

End of preview. Want to read all 4 pages?

Upload your study docs or become a

Course Hero member to access this document

Term
Spring
Professor
N/A
Tags
Grocery store, Flavor, Snack food, Doritos, Cheez It

Newly uploaded documents

Show More

Newly uploaded documents

Show More

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture